Manulife strengthens brand awareness through outdoor media

The company now uses buses, taxis and outdoor locations for their 4-month campaign.

According to a release, Manulife Singapore has launched the second wave of a major branding campaign in Singapore aimed at strengthening consumer brand awareness. The ads feature a family leaning on the iconic three-dimensional green cube inspired by the Manulife logo, espousing the campaign’s tagline, “Manulife - A key support for your future.

The green cubes, which symbolize Manulife’s brand characters of strength, reliability, trustworthiness and forward thinking, also anchor the rest of the ads. The campaign will run for four months across outdoor, print and Internet channels.

The multi-faceted campaign sees the Manulife Cubes taking eye-catching positions on buses, taxis, and in outdoor locations at Suntec City, Shaw House, Raffles City, Tampines Bus Interchange and Tang Plaza to target working professionals and their families. In addition, netizens can take part in an online puzzle game, based on Manulife’s green cube theme, on the Yahoo! Singapore and AsiaOne portals and get a chance to win one of three iPad2s. The television campaign will run event ads on Channels 8, 5 and U.

“The current campaign crystallizes the essence of our brand promise – to help Singaporeans become financially secure for their futures. Through this campaign, we want Singaporeans to associate Manulife with commitment to providing life insurance and wealth management solutions that will benefit them and their families,” said Ms Annette King, President and CEO of Manulife Singapore.